Carat USA has added The J.M. Smucker Co. account to its clients’ roster following a review. CARAT already handles U.S. media planning and buying for Smucker's legacy brands ( Folgers coffee, Jif peanut butter and Smucker's jams and jellies.) Now the agency adds those chores for Canada as well, including North American duties for Big Heart Pet Brands, acquired by Smucker last year. Milk Bone and Meow Mix rank among Big Heart's best-known products.The portion of Smucker’s business that is moving to CARAT is estimated in access of US$40 million, more than doubling the shop's overall assignment for the client.

Banquet

ConAgra Foods has reintroduced its Banquet frozen food brand adding 25% more food, better protein and ingredients, a new logo and packaging, and higher prices. ConAgra’s agencies Spark and DDB California will put Banquet back to TV, since 2009, with a new campaign which celebrates hard work and passion of American families and Banquet’s commitment to improving our meals. The ads convey Banquet’s new value proposition.The campaign’s biggest obstacle may be growing consumer preference for fresh foods.

Pantene #DadDo

Pantene is promoting its ‘Strong is Beautiful’ campaign by celebrating the next generation of strong women.The brand has partnered with NFL dads, New Orleans Saints’ Benjamin Watson, Pittsburgh Steelers’ DeAngelo Williams and Dallas Cowboys’ Jason Witten, to help give dads the tools to spend more quality time with their children. For that purpose, Pantene will release a series of four how-to videos and one :30 ensemble commercial featuring Watson, Williams and Witten styling their daughters’ hair. Their Dad-Dos include the ‘Curtain Call,’ the ‘Who Dad-Do,’ and the ‘Daddy and Angel Bug’s Magnificent Pigtails.’#DadDo videos are available in Pantene’s YouTube channel.

Nature’s Path

Organic cereal company Nature’s Path is launching a major marketing campaign inviting consumers to enjoy their path to healthy living. Starting January 2016 with the theme, #OnMyPath, the Company’s new campaign comprises of two phases with the first kicking off with a national, US TV spot and chance to win 1 of 3 adventure tours with the National Parks Foundation. Phase two of the #OnMyPath campaign unveils May 2016.The TV concept was led by Macias Creative in partnership with Reslen+.The TV spot is complemented with a nationwide contest in which consumers have the chance to win 1 of 3 adventure holidays through the National Parks Foundation .

Redd's

Redd's unveiled the new "Limited Pick", a series of special release ales each available for a limited time. The 2016 special releases will feature three exciting ales over the course of the year: Redd's Cranberry Ale, Redd's Blueberry Ale and Redd's Ginger Apple Ale.Like the original Apple Ale, the Limited Pick flavors are five percent alcohol by volume, each adding a unique twist to the signature crisp apple taste Redd's is known for.Redd's Cranberry Ale will kick off the release of the series in February, followed by Redd's Blueberry Ale in April, and rounding out the year with Ginger Apple Ale in September. All beers will be available for a limited time only while supplies last.Redd's Limited Pick flavors will be available nationwide at most grocery and convenience stores in 6-pack 12 oz. bottles and 16-ounce cans and in the Variety Pack.

WomenHeart & Burlington Stores

Retailer Burlington Stores and WomenHeart are teaming up to educate women nationwide about the importance of their heart health. Throughout the month of February, Burlington Stores & WomenHeart are joined by talk show host Wendy Williams to serve as the voice and supporter of the #HealthyHeartSelfie Challenge.On February 5th from 11 a.m. to 3 p.m., 47 Burlington store locations across the country will host free women's heart health screenings in partnership with WomenHeart. Customers will have the opportunity to get their blood pressure, pulse and BMI checked by a certified health professional, talk with WomenHeart Champions, and receive bi-lingual (English/Spanish) women's heart health information and tips for living heart healthy. Each day throughout February, people are encouraged to check the hashtag #HealthyHeartSelfie for fun and health tips fromWendy Williams, Burlington Stores and WomenHeart.

We talked to Mebrulin Francisco, managing partner and expert in multicultural marketing analytics at Group M, and she shared some of the key insights to take into account when approaching data analytics.